- Chery #1 among global Chinese Auto Brands
- Chery retains top spot for second year in a row
- Brand performance a proxy for great product and customer service
Chery hit the top spot in the auto category of the prestigious Google X Kantar BrandZ Top 50 Chinese Global Brand Builders for 2024.
This is the second consecutive year that Chery ranked first among Chinese automotive brands with a global appeal. What makes this especially impressive, is that Google and Kantar included eight Chinese auto brands in its report, the most yet.
The Google x Kantar report is compiled by Kantar, which is an approved and certified third-party measurement partner for brands, agencies and media companies looking to verify their media performance on Google-owned platforms.
This year’s top 50 report span seven major categories, with the automotive industry overall showing best performance in brand strength and growth. The eight automotive brands that made the list showed an increased brand strength of 51 percent.
“While Chery’s brand value has outgrown that of its peers, it is also very heartening to see that Chinese auto brands in general are growing in strength and stature,” says Tony Liu, Executive Deputy General Manager of Chery South Africa.
Chery’s achievement once again made it clear that value and customer service remain a crucial influence in the purchase decision making process.
Three-quarters of consumers polled in the report used phrases such as “trust in these brands” and “ability to meet unique demands” when it came to motivate their primary reasons for choosing Chinese brands. These terms were especially prominent in the feedback on Chery, which continues to rise in prominence as a favourite global automotive brand.
Chery’s stellar performance in terms of brand strength is also backed up by its sales numbers.
In 2023 the brand exported a record-breaking 937 148 vehicles, which translates into a 101.1% year-on-year increase. This has ensured that they maintain their leadership position as Chinese passenger vehicle exporter for 21 years. Another record seems to be in the making as Chery has already reported cumulative sales of 902 209 vehicles for the months 0f January through May 2024, a 51% year-on-year increase.
Through their trusted top product line, Chery Group has built an international customer base of 14 million users. It is especially products such as the Tiggo family of models, that has led to this phenomenal conquest of the market.
The Tiggo 7 range has dominated the A-class SUV segment among Chinese brands for three consecutive years with more than 800 000 units in global sales. This range was also number one in the Midsize Economy SUV Segment of JD Power’s 2023 China APEAL (Automotive Performance, Execution and Layout) and achieved a five-star ANCAP safety rating. Similarly, the Tiggo 8 family has captured the hearts and imaginations of 900 000 users with cumulative sales of over 200 000 for 2023 alone.
“The secret of Chery’s success can be attributed to the customer-centric approach and our commitment to deliver high-quality automotive products. This recipe has earned us an enviable position among global brands,” says Liu.
As praise continues to heap up for Chery, it is clear that accolades such as the Google x Kantar BrandZ Report, has become the rule rather than the exception for China’s top-selling export brand.
